The same U.K. agency behind the Bodyform ad, AMV BBDO, is also behind a new effort from the charity Plan International, launching today to mark the International Day of the Girl. "Plaster Pads" are miniature sanitary pads that are worn like band-aids on the skin and carry slogans like "#weallbleed" and "blood-schmud." They're being sent to celebrities and influencers to highlight the fact that there's nothing shameful about having your period. People are also being encouraged to post about the campaign with the #weallbleed hashtag.

The campaign is based on research conducted in the U.K. by Opinium that reveals 71% of girls have felt embarrassed buying sanitary products, and a further 67% would feel embarrassed if they found period blood on their clothes.

Tanya Barron, Plan International U.K.'s CEO, says in a statement: "Girls are telling us that they are embarrassed, confused and ashamed about periods, a completely natural biological process which happens to half the global population. As a society we obsessively euphemise, belittle and silence menstruation; we need to address the impact this is having on girls. "